Problem: Men often choose the typical 3-in-1 soap or the regular spray-on cologne. Whether this preference arises from a lack of variety or a lack of desire, it's about time men have a brand that represents them and represents their manhood.
 

Human insight: Men are typically quiet when it comes to their personal hygiene preferences, so conveying acceptance in a masculine way not only hits the brands values, but grasps the audience's attention in a comedic and relatable way.

 

Big idea: To convey this message of acceptance in the most masculine way possible.